Your website can have the best traffic in the world… but if the experience is bad, the user will leave without a trace. That’s where two worlds that many companies still manage separately intersect: CRO and web user experience.
At Inprofit we see it every day: businesses that invest in campaigns, SEO, social ads… but neglect the “moment of truth”: what happens when the user lands on the web.
Let’s put the pieces together: what CRO really is, how it connects to UX and what you should already be doing to make your website sell more without blowing your traffic budget.
What is CRO and what does it have to do with web user experience?
CRO: optimizing the conversion rate (not only the CTA button)
CRO (Conversion Rate Optimization) is the process of improving your website so that a higher percentage of users perform the action you are interested in:
- send a form,
- buy,
- request a demo,
- book an appointment…
It’s not about “changing the button from green to red”. It’s about understanding user behavior, detecting friction and eliminating it with measurable changes.
UX: designing for people, not clicks
User experience (UX) is how a person feels when interacting with your site:
- if he understands what you offer in seconds,
- if you can navigate without getting lost,
- if you are confident enough to leave your data or your card.
This is where it all comes in: information architecture, visual design, microcopy, performance, accessibility, consistency… A good UX is not just “pretty”, it is clear, fast and reliable.
CRO + UX: two areas that should be on the same roadmap
When you work CRO without UX, you fall into short-sighted tricks: aggressive pop-ups, false urgencies, obscure patterns… that may increase conversion today, but erode the brand and trust tomorrow.
Instead, when CRO and web user experience are worked together, the result is:
- More users who quickly understand your value proposition.
- Fewer dropouts due to frustration or doubts.
- Higher and more sustainable conversions over time.
There is powerful data behind it: studies show that a well-designed interface can increase conversions by up to 200%, and a superior user experience can increase conversions by up to four times.
If right now you are investing in traffic but not in UX or CRO, you are leaving money on the table. At Inprofit we can audit your website and tell you, with data, where you are losing conversions.
Why user experience is the invisible driver of CRO
Speed: if it takes time, it does not convert
Digital patience is minimal. In mobile, it is estimated that more than half of users abandon a website if it takes more than a few seconds to load.
Translation to business: every extra second of load is less turnover. Good UX work includes performance: optimize images, remove unnecessary scripts, review the order of resource loading, etc.
Clarity: the user understands what you do in 5 seconds.
When a user enters your home or landing page:
- Do you see clearly what you offer and for whom?
- Do you understand what you have to do next?
- Are you talking to him with internal technical language or the language he would use?
The clarity of the message is a critical part of the user experience. Here the role of copy, headlines and visual design (hierarchy, contrast, white space) is just as important as the color of the CTA.
Trust: no trust, no conversion
UX also builds (or destroys) trust:
- Forms that are too long or ask for data without explaining why.
- Overloaded, unprofessional or outdated designs.
- Lack of social proof (opinions, success stories, customer logos).
Everything adds or subtracts. It is no coincidence that UX studies speak of returns on investment of close to 9,900% for every dollar invested, when done right.
How to align CRO and UX on your website (step by step)
Here comes the practical part. It is not about “playing things” aimlessly, but following a process:
1. Start with the data: analytics, funnels and heat maps.
Before redesigning anything, you need to know where people fall:
- Review in your analytics the key steps of the funnel (home → service → lead / cart → checkout…).
- Identify on which screens abandonment is triggered.
- Use heat maps and session recordings to see how real users interact.
They are not “digital spies”, they are tools to detect what you would not see with metrics alone.
At Inprofit we work CRO connecting advanced analytics, heat maps and A/B testing. If you want us to help you to read your data correctly and transform it into design decisions, write us and we will see it together.
2. Order the house: information architecture and navigation.
Many conversion problems come from chaos in the content structure:
- Menus with too many options.
- Key pages buried several clicks away.
- Unclear section names.
Work the architecture so that the user can respond quickly to:
- What does this company offer?
- Is it for me?
- What do I have to do if I want to move forward?
The rule is not that everything should be “three clicks” away, but that each click should feel logical and expected.
3. Friction-reducing microcopys at critical moments
Small texts make a big difference in the experience:
- Clear indications in forms (“We will use your email only to respond to you”).
- Human error messages, not technical.
- Microcopys together with CTAs (“No commitment”, “Response in less than 24h”, etc.).
This reduces the sense of risk and makes the user feel in control of the process.
4. Forms and checkout: fewer fields, more conversions
One of the most delicate points in CRO and web user experience is the moment of leaving data or paying.
Here it is convenient to review:
- Do you ask for more information than necessary at the first contact?
- Do you divide the process into logical steps (personal data, shipping, payment) or do you pile it all up in one eternal block?
- Is progress clearly visible (progress bar, numbered steps)?
A good practice is to design forms and checkouts with these ideas:
- Start with the easy stuff (name, email…) and leave the “sensitive” stuff for last.
- Use real-time validations to avoid frustrating errors.
- Explain why you need each piece of information when it can generate friction.
5. A/B testing with focus on experience, not just colors
A/B testing remains a key CRO tool, but it should go beyond changing the color of a button. Test variations that really affect the experience:
- Different page structures (e.g., test testimonials above vs. below).
- Versions with more or less text at the top.
- Different approaches to the hero value proposition.
And very important: measure not only the final conversion, but also intermediate UX metrics (scroll, time on page, clicks on key elements, etc.).
Common mistakes when doing CRO without thinking about UX
1. Excessive eye-catching elements: when “shouting” lowers conversion.
Research shows that aggressively increasing visual intensity (highly disruptive banners, animations, invasive pop-ups) quickly generates negative user responses and only improves conversion up to a certain “sweet spot”. After that, rejection grows faster than improvement.
Moreover, the phenomenon of “banner blindness” has been documented for years: users learn to consciously or unconsciously ignore anything that looks like a banner, even if it is useful content.
Translation: filling your website with “attention-grabbing” elements can end up making it so that no one sees what is important.
2. False urgency and dark patterns
Countdowns that never reach zero, messages like “32 people are viewing this product right now” with no real basis, pre-ticked checkboxes…
In the short term they may generate some spikes in conversions, but in the medium term they damage trust and may go against consumer and privacy regulations. And once a user feels they have been cheated, they are unlikely to convert again.
3. Not segmenting the experience by type of user
Not all users are equally ready to convert. Some come for the first time and need to understand who you are. Others come back after meeting you at a meeting.
If you show the same generic page to everyone, you are wasting potential. Working CRO and UX together involves:
- Specific landings per campaign, sector or pain point.
- Messages adapted to the user’s level of awareness.
- Supporting content (case studies, demos, calculators, etc.) at key points of the journey.
How does Inprofit help you connect CRO, UX and business?
At Inprofit we work 360º marketing and new technologiesbut always with something very clear: all the pieces must push in the same direction, so that your website generates real business.
When we tackle a CRO and web user experience project, we usually follow an approach like this:
- Full UX audit and analytics
- We review structure, content, design, speed, accessibility and data tracking.
- We identify conversion leaks and immediate quick wins.
- CRO opportunity map prioritized by impact and effort
- What changes can mean more turnover with less development.
- Which A/B tests are worth launching first.
- Conversion-oriented UX redesign proposal
- Wireframes and user-centered prototypes.
- Microcopys focused on clarity, confidence and friction reduction.
- Implementation, continuous measurement and iterative improvement
- We launch, measure and iterate again.
- Clear reporting, with metrics that matter to business, not just marketing.
Web conversion agency
If you feel your website “could sell more” but don’t know where to start, you don’t need more intuition: you need data, strategy and a team that understands both UX and business.
At Inprofit we can accompany you throughout the entire process: from the initial audit to the design of A/B tests and the continuous optimization of your digital funnel.
Book a meeting with our team and we will review with you your current situation, your goals and a concrete plan to turn your website into an asset that works 24/7 for your company. No empty technicalities, no generic templates: a tailored approach for your B2B or SME business.
